05 June 2020

Interaction-E Moses, VP, KOBELCO CE India

KOBELCO excavators are known for their several unique features that ensure high levels of productivity and reliability


KOBELCO has been focused on delivering greater VALUE to the Customer through innovative features and solutions. Now, after the launch of the Generation 10 series, the Company has identified the Mining industry, the Mini Excavator market and the specialized domain of Excavator Attachments as their key business focus areas. In an exclusive interview to CONSTRUCTION OPPORTUNITIES, E. MOSES, VICE PRESIDENT, KOBELCO CONSTRUCTION EQUIPMENT INDIA, shares his views on the future outlook, expectations from EXCON and a lot more.






Briefly tell us about your product offerings and the key features/USPs that have contributed in strengthening and maintaining your stronghold in the market?


KOBELCO has been a market leader due to their top class productivity through a combination of highly fuel-efficient Engines and innovative hydraulics for faster operating cycles. There is also a very strong focus on the Operator and every effort is made to enable the Operator to work efficiently, safely and comfortably to achieve higher output, even when working for long hours.



Please offer your assessment of the importance of shows like EXCON for companies such as yours and tell us of your own previous experience? Expectations from the trade fair.


EXCON has become the flagship event of the CE industry and is something all the stakeholders look forward to. It is an ‘occasion’ by itself which showcases the latest in the industry, not only in India but also from several other countries. Our experience with this premier event has been of a very high order and we make a substantial budgetary provision every time. It is also a platform for the industry fraternity to catch up with each other and to review the progress made by each player.


This year, with the industry going through a lean patch, the overall sentiment is not very exciting. However, we plan to utilize the occasion to project our strengths and latest offerings to create the right visibility.



As a company what are your specific plans for EXCON 2019 – have you devised any new marketing strategy to push your products?


We are presently communicating our strategy through two crisp messages – reaching HIGHER, LONGER, DEEPER, and being a SOLUTIONS PROVIDER. Though KOBELCO is basically a manufacturer of Hydraulic Excavators yet it offers its customers much more than just an earthmoving machine. It has made available several special attachments from globally renowned companies to cater to a wide range of special tasks. In effect, the customers have options to execute jobs at heights, depths and on ground.



What are the organizational surprises we can expect from you at EXCON 2019: Are you looking to launch any new innovative product or new breakthrough technologies at EXCON 2019? Are you also looking for new collaborations and tie - ups?


At this edition of EXCON, we shall be displaying several machines & attachments. Prominent among these would be our Mining Excavator, the 80T SK850LC, being displayed at EXCON for the first time, along with our Demolition Excavator, the 35T SK350DLC. Our Mini Excavator, the 3.0T SK30SR will also be displayed at EXCON for the first time. Among the other attachments, we shall be displaying the new Okada Breaker as well as the Miller range of Quick Couplers.



Do you practice ‘Make in India and Sell Globally,’ use your India manufacturing base to supply the global market.


We have been actively pursuing the Make in India mission and exporting our machines to several countries in South-east and West Asia as well as in East Africa. The product developments based on the feedback from the Indian jobsites have enhanced the reliability of the Made in India machines. There is a regular demand for the same over the past several years.



Your assessment of India’s manufacturing policy, to what extent does it foster growth of your company.


Initiatives of the Govt. of India have been quite encouraging for overseas companies like ours to invest in India and expand their business. However, there is a definite scope for improvement with respect to proving a more level-playing field and a better ecosystem where more vendors of reliable high-quality can be sourced. There should be some restriction on import of cheap equipment, especially used ones.



What distinguishes your products vis-a-vis the competition? What is your current market share in all your product categories?


KOBELCO excavators are known for their latest Japanese technology with several unique features that ensure high levels of productivity and reliability. In the industry, there are two main categories – the High-end equipment with current international features, and others with relatively older technologies. In the overall served market our share is close to 10%. However, in the select High-end segment, we are the market leaders with a share of close to 30%.



Your outlook for the Indian ECE market. Which sectors will be the major demand drivers?


The CE industry is passing through a relatively lean phase since the beginning of the current financial year and is struggling to get out of it. The improvement is nominal and slow and it is rather uncertain when we can expect to be moving ahead at the previous year’s pace. Most industry watchers hope for a definitely better 2020-21 but the next few months would also be vital.


Road construction continues to be the key driver though some Mining activity is also picking up. Improvement of liquidity across Infra Projects will be key to overall market improvement.



As an exhibitor, what are your expectations at EXCON ’19?


We expect a reasonably good footfall of genuine buyers and other stakeholders who play an important role by recommending/ endorsing equipment to various buyers. We also look forward to Vendors offering new technologies/ service which can add value to our own products and services.


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